There is a lot of hype about social media right now, which has created some confusion around when to strategically use it. The key is to realize that for any organization, social media is another channel to drive trusted relationships and community interactions. It’s important for any organization to have a plan that maps out their overall journey through a vision, strategy and an executable roadmap.

1. Ayelet Baron VP, Strategy and TransformationCisco Systems Canada, Inc. March 21, 2011 Enabling Business with Social Media Tools at Cisco

2. For Boomers, this is RadicalFor Generation Y, this is Business As Usual Today’s Reality Consumers increasingly trust strangers for movie, book, travel and restaurant recommendations We expect instant, transparent and authentic information We want to be part of the conversation; we don’t want to be marketed at We feel overwhelmed by information because we don’t always know how to filter information Word of mouth and trusted sources are more important than ever

4. A way for consumers to communicate directly and connect with brands and people

5. A way for brands to strengthen communities

7. A strategy

8. Broadcasting

9. The are no real experts or gurus

10. Driven by tools but peoplehttp://linasrivastava.com http://riptideonline.com Social Media Basic Training

12. It’s About Enabling Your Business Strategy; Not the Social Media Tools

13. The World in 2011 Viral/Organic (Not Paid, Capturing Minds, Reviews, Integration) Two Way Communication (Conversation, Listening, Responding) Relationship Building (Connecting, Conversations, Two-Way Communication) Conversations (Across Domains, Relationships, Open Leadership, Communities)

14. Enabling Business Strategy with Social Media:5 Key Steps

15. Cisco’s Social Media JourneyAddress Business Needs, Uncover opportunities Engage Customers Reduce Costs Extend Reach

28. Cisco Flip Case Study

29. Flip Team Uses Cisco SocialMinerhttp://www.cisco.com/en/US/products/ps11349/index.html Effectively monitor Twitter conversations at faster rate,increasing ability to interact with fans and consumers. One FTE social media resource: Monitors Twitter—scanned hundreds, if not thousands of posts. Get 10-20 posts per hours and as many as 50 per hour on Twitter, many with direct questions. On Facebook—get 10-20 posts a day even if they don’t post anything. Replies to posts can range anywhere from 20-300+ per post over the course of a day. Quickly scan posts and focus on important ones such as interacting with a consumer to influence their purchase decision. Consumer then often becomes an advocate and speaks about their experience publicly. Address comments on service that the user deemed unsatisfactory or unhelpful (e.g. the time it takes to process returns and receive a new camera). Enables operational improvements. Capture celebrity comments and share/repost them.

30. Helping with Purchase Decisions and Encouraging Conversation

31. Providing Expert Advice & Product Support